|
Processed Foods
Marketing
SRI supports the members of the Syndicate of Lebanese
Food Industries in their participation in international food
shows under a joint Lebanese Pavilion. Through such events,
not only the exports of individual participating Lebanese
food companies has increased, but also the international
awareness on the quality and identity of "Lebanese Foods".
SRI's contribution in these shows includes financial support
of the booth rental and decoration, as well as technical
support with contacts with buyers and follow-up on sales. To
date, SRI has co-sponsored the Lebanon Pavilion at:
• 2003 New York Fancy Food Show
• 2003 ANUGA International Food Exhibition
• 2004 San Francisco Fancy Food Show
• 2004 Paris Ethnic Food Show
• 2004 New York Fancy Food Show
• 2004 SIAL International Food Exhibition
• 2005 San Francisco Fancy Food Show
• 2005 Dubai Gulf Food Show
Orders stemming from the participation of the many
participating companies have resulted in new orders and
re-orders of Lebanese food products exceeding US$2 million.
In addition to working with already established food
companies in Lebanon, SRI is sponsoring in these shows
several new, small and high quality food producers whose
products range from regional olive oils, organic product,
and other high quality specialty foods). During 2005, SRI
will be further co-sponsoring 3 shows - SIAL in Montreal
(April 2005), New York City Fancy Food Show (July 2005) and
ANUGA in Germany (October, 2005). This sponsorship reflects
SRI’s marketing strategy to promote Lebanese food at
international food shows where exposure is high, products
are marketed, and sales are made with buyers from around the
world. |
|
Technical assistance
SRI has held several national workshops on important
topics affecting the food industry, and in so doing
continues to provide direct, market-responsive technical and
marketing assistance to Lebanese food processing companies.
Workshop topics include: The recently issued regulations of
the Bioterrorism Act of the U.S. Food and Drug
Administration (FDA) that could have direct effects on
Lebanese food exports to the US (workshop in October 2003);
Potential markets for Lebanese organic products and organic
certification (held in collaboration with the American
University of Beirut (AUB) and World Vision–Lebanon, October
2003); U.S. FDA-sanctioned Better Process Control School
Training (in collaboration with AUB and Kansas State
University, March 2004); HACCP training for canned fruit and
vegetable companies (in collaboration with the Syndicate of
Lebanese Food Industries, July 2004); Food Labeling workshop
that aimed at familiarizing food processing companies with
the consumer trends and labeling requirements for export to
the United States, Europe and Gulf countries (September
2004).
Olive Oil
SRI, working with a network of local olive
cooperatives and growers, has successfully developed and
marketed a brand of high quality Lebanese Extra Virgin Olive
Oil under the trademark label “Traditions du Liban”. With
extra virgin olive originating from seven different regions
of Lebanon, the success of this initiative has resulted in a
contract between the olive growers, Dove Processing S.A.L. (Wadi
Al Akhdar trademark), and Rene Moawad Foundation. Dove
Processing has agreed to purchase 50 tons of Traditions du
Liban in the 2004/2005 season, and will market this product
in Lebanon and internationally. Rene Moawad Foundation has
entered into purchasing contracts with the growers and is
assuming responsibility for quality control and bottling of
the oil. SRI will continue to provide technical and
logistical support in networking with growers and quality
control, and in the marketing and promotion of the oil. With
a farm purchase price of $250,000 and plans for expansion in
the future, this small enterprise is now under the wing of a
strong and vibrant private Lebanese food company, which is
helping ensure short and long term self-sustainable economic
returns to olive farmers in rural Lebanon.
Top
Technical Assistance
|
SRI has continued working with farmers and olive
oil cooperatives in rural Lebanon to help
increase and sustain the supply of high-quality
extra virgin oil. Through an on-going program of
technical assistance to Lebanese olive growers,
cooperatives, and mill owners. SRI and its
partners, Rene Mouawad Foundation and the
Institute for University Cooperation, provided
in 2004 direct extension services to over 50
olive growers in various regions of the country
and undertook awareness and field training
sessions for over 250 growers and cooperatives.
This will continue in 2005. |
 |
Herbs Marketing
Two market outlook reports on herbs and spices were
completed by SRI and distributed at a national workshop in
October 2003, “Potential Export Markets for Lebanese Herbs
and Spices.” SRI provided marketing assistance to three
Lebanese herbs and spices companies that attended the New
York Fancy Food Show under the SRI-coordinated Lebanese
Foods pavilion in June 2004. SRI supported local producers
of cultivated local herbs such as oregano ("Zaatar"), sage,
lavender or rosemary in the form of dried ground plants or
essential oils to find potential markets in the US or Europe
through sending samples to potential buyers and follow-up
with them.
Oregano
In collaboration with its local scientific partners,
SRI was able to identify several populations of wild oregano
(Origanum syriacum) with documented, high bio-mass and
essential oil yields. Arrangements have been made with two
local non-profit nurseries to vegetatively multiply these
selected populations and then sell them at cost to growers,
and see a large scale cultivation of wild oregano in
Lebanon. Samples from these populations previously sent to
international laboratories and buyers reflected the high
market potential if these populations.
Through the market studies, the national workshops, and
extensive interactions with professionals, interest in the
cultivation of Lebanese oregano has gained momentum. At
present there are several oregano cultivation projects in
Lebanon and with independent organic and conventional
growers.
Association of Lebanese Organic Agriculture (ALOA)
Together with other key organizations and
stakeholders, SRI facilitated the creation and establishment
of the Association of Lebanese Organic Agriculture (ALOA).
The organization is a collaborative effort between
development and research institutions (SRI, World Vision,
American University of Beirut, Green Line), organic producer
groups (Bio-Coop and Healthy Basket) and the private food
companies (Cortas and Kassatly Chtaura). The purpose of ALOA
is to encourage the growth and development of organic
agriculture in Lebanon promote market potentials and act as
a major sources of information and lobbying power for the
prosperity of this sector. A workshop was held in January,
2005 launching ALOA.
Top
|
